This document summarizes research on the customer service at Finga's Base Camp restaurant in Taichung, Taiwan. It provides an introduction and overview of the 18-year-old restaurant, run by Chef Dereke Bruce, which serves foreign cuisine. The document discusses three case studies of different customer groups and presents results of a customer survey that show high overall satisfaction levels. It concludes with recommendations to further improve the customer experience and a summary of how the restaurant has achieved long-term customer loyalty by offering an authentic foreign dining experience at an affordable price point.

1. Zack & Vita
Tutor: Prof. Margaret Chen
SERVICE MANAGEMENT

2. CONTENT
• Introduction
• Overview of Research Target
• Customers Service Encounters
• Customer Survey
• Service Recommendations
• Summary

4. INTRODUCTION

5. OVERVIEW OF RESEARCH TARGET
• Name of the facility: Finga’s Base Camp
• Manager: Chef Dereke Bruce
• Location ; Facilities: At 61 Zhongming South Road, Taichung.
• Product and Service: Foreign cuisine

6. • Target market: Adults, Foreigners
• Atmosphere: Foreign themed casual decorations
• Number of employees: Over 30 persons
• Number of years in business: 18 years

12. CUSTOMERS SERVICE ENCOUNTERS
Case Study A
Spain Youngsters Socialization Outing

13. CUSTOMERS SERVICE ENCOUNTERS
Case Study B
Married American Returners

14. CUSTOMERS SERVICE ENCOUNTERS
Case Study C
Students’ Expedition

15. CUSTOMERS SERVICE ENCOUNTERS
Overview
1. Shuttle of socialization
2. Authentic Foreign Food
3. Innovative market

16. CUSTOMER SURVEY
70%
30%
Nationality Origin
Foreign
Local
80%
20%
Regular / First-timer
Regular
First-timer

18. Overall Ranking of Satisfactory
Additional Comment:
1. Bathroom could use some upgrading.
2. The boss is very friendly.
Criteria Ranking (from 1 to 10)
Food 8.5
Atmosphere 8.0
Service 7.5
Hygiene 7.0
Price 8.5
The Boss 9.0
Overall Satisfactory 8.5

19. SERVICE RECOMMENDATIONS
• Potential up-scaling & upgrading
• Organizing FOH crew to different division (eg: Maître’d)
• Implying / integrating Taiwanese cuisine into menu

20. SUMMARY
A restaurant runs differently with the concept developed by its owner.
Management of a restaurant determines how high the restaurant could
achieve.
Despite having the opportunity of upscaling and greater earning, Chef
Dereke carries on with casual dining to feast more people on the economic
scale. Although having less domestic support, Chef Dereke insisted to bring
the traditional foreign cuisine rather than acculturate to local preference.
His concept also making Finga’s as one of the most authentic foreign cuisine
restaurant ranked in Taiwan.
Standing for 18 years in business proven Finga’s Base Camp managed
to keep most of its customers’ loyalty. Customers’ loyalty is build from Chef
Dereke’s interacting and receiving feedbacks from customers, as well as low-
cost foreign dining experience.

21. THANK YOU
Question & Answers